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Q2 projections bridge

CBS-PCDM

Without social and Other paid we were doing 600.

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Screenshot 2023-09-19 at 11.44.04 AM.png

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Lift in 08 run was due to high organic performance

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Screenshot 2023-09-19 at 11.46.50 AM.png

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Summary: We can aim for 600 and later on recalibrate

More details;

https://docs.google.com/spreadsheets/d/1DBKyR8FUKyUGW7Q74s6VQ2GrsN0pGxbgfzOj6XrOGVs/edit#gid=0⁠

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IMP-PCBA

117 leads out of total 1166 came from RingDNA which we can’t expect this time. So realistically targeting 1100-1200

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Screenshot 2023-09-19 at 11.49.36 AM.png

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KLG-PCDM-10 and -01 run:

Total leads without social

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Screenshot 2023-09-19 at 11.58.13 AM.png

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Shorter marketing cycle (7 days shorter vs the last run)

Marketing days: 08 run v/s 10 run v/s 01 run: 49 v/s 56 v/s 56 days i.e factor (49/56=.87)

The last run we did 765 leads meaning would have resulted in 765*0.8, 612 leads in same period

Summary: we can aim 672

MO-PCCO:

without social in the mix never achieved 1200

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Screenshot 2023-09-19 at 12.06.43 PM.png

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Had hopes for broad match for more leads but not performing at all

Marketing can’t scale non-brand as CAC is always high there

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Screenshot 2023-09-19 at 12.10.03 PM.png

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Also, we had accounted for higher contribution of organic into our lead number already.

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Screenshot 2023-09-19 at 12.11.42 PM.png

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Summary: Can stretch it to 1000 max

PCCY

Overall last run was outstanding

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Screenshot 2023-09-19 at 12.17.07 PM.png

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last time organic was through the roof here.

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Screenshot 2023-09-19 at 12.14.41 PM.png

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Also paid saw a jump due to seasonality

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Screenshot 2023-09-19 at 12.21.33 PM.png

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Currently already lagging behind in paid and non-paid contributions to leads (without deferred) because of lesser marketing days.

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Screenshot 2023-09-19 at 12.25.02 PM.png

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Summary: Lesser marketing days as well by 7 days, so should target 1200 leads

MO-PCDE:

Accounting less no. of leads for Oct and Nov run due to less number of marketing days. 49 v/s 56 days.

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Screenshot 2023-09-19 at 12.33.04 PM.png

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https://docs.google.com/spreadsheets/d/1DBKyR8FUKyUGW7Q74s6VQ2GrsN0pGxbgfzOj6XrOGVs/edit#gid=1120273518⁠

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Summary: we should consider around 570 leads

PCDS:

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Screenshot 2023-09-19 at 12.40.48 PM.png

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Last run organic stood out. Not sure if the performance will continue to

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Screenshot 2023-09-19 at 12.42.33 PM.png

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Since there are more marketing days, we can aim for higher leads from paid and organic both: 63 v/s 84 days factor =1.3

Summary: total leads we can aim for can be 1100 considering non-paid will not scale linearly.

PCPM:

49 v/s 55 days marketing days 0.89 factor

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651*0.89 =579

Overall targeting 600

PCGD:

Lesser marketing days: 76 v/s 89 factor: 0.85

Overall CPPA is also not great here along with high-paid CPPA. Can aim for 600*0.8 leads ~500

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https://docs.google.com/spreadsheets/d/1DBKyR8FUKyUGW7Q74s6VQ2GrsN0pGxbgfzOj6XrOGVs/edit#gid=1811769202⁠

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PCTPM

Paid channels are running at 78% CAC, so can’t drastically scale that but can wait for more organic leads from higher marketing days: 91 v/s 76. Target: 800 leads

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Screenshot 2023-09-19 at 12.53.19 PM.png

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Courses where we have room to scale: Overall CAC<=25% and Marketing CAC is < 62%

Scaling Courses

Scaling Courses

Courses

CBS-PCDM-23-11

KLG-PCPM-23-10 lesser days but scaled per day

BH-PCMLAI-23-11 lesser days by 2 weeks

IMP-PCMLAI-23-11 previous run in week 0

There are no rows in this table

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Overall CPPA

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Screenshot 2023-09-21 at 11.12.48 AM.png

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